Sephora's use of Pinterest and Instagram
Background and Introduction about the topic:
Sephora is one of the leading make-up and beauty supply stores. In early 2012, it revamped its online image. Sephora began using Instagram and Pinterest to showcase its products.To read more on Sephora's revamping, click this link
Instagram is a photo sharing site with over 80,000 users. The site can be used to share, edit, or enhance photo images. Users can like or comment on other users photos. Users can also upload images to Facebook, Twitter, or Tumblr. Pinterest is an online pinboard-style social photo and video sharing website. Users can categorize items on different boards such as hobbies, food, fashion, animals, and other interest. Users can like, comment on, or re-pin other users’ photos or videos. Pinterest can also be connected to Facebook or Twitter.
Relevance to PR:
Sephora has taken the art of storytelling to the next level. Logging on to their Instagram is like a backstage look at the company. Sephora shows followers how to use their products, sneak peeks of what’s to come, celebrities they are partnering with, and their actual products. This article covers the 10 most creative ways to use Instagram as a business. Sephora follows almost all of the guidelines. People who have never stepped foot into a Sephora can get the essence of the company just by one look at their Instagram page.
Sephora has been used as an example of how a company should use Pinterest multiple times. Each board on Sephora's Pinterest is dedicated to different ways to use their products. The Halloween board features different photos sent in by fans of them incorporating Sephora products into their Halloween makeup. It shows followers others ways to use Sephora products, other than the traditional uses. Sephora also has boards dedicated to the holiday season. One board shows their top holiday sellers complete with prices.
Significance:
Sephora is one of the leaders in using photo sharing sites to enhance their image and brand. They are reaching consumers that they never would have before. Many consumers now do most of their shopping online. Sephora is also reaching fans of Instagram and Pinterest. Many, who never would have thought of visiting a Sephora, see their products on these apps and will be more likely to purchase from them.
Sephora is creating and expanding its storytelling. When a person looks at Sephora on Instagram or Pinterest, they are not just seeing photos. They are seeing the story behind the makeup or other product. They are able to see how to apply a certain brand of makeup to get a certain look. Users can also see what will be on sale and what products will work best for them.
Here is a link to my personal Sephora board on Pinterest.
Do you feel that Sephora has used Pinterest to its full potential?
What about Instagram?
Here is a link to my personal Sephora board on Pinterest.
Do you feel that Sephora has used Pinterest to its full potential?
What about Instagram?
Sources:
Au, Vanessa. "10 Creative Ways to Use Instagram for Business." Social Media Examiner RSS. N.p., 3 Oct.
2012. Web. 23 Nov. 2012. <http://www.socialmediaexaminer.com/instagram/>.
"Brand-e." Brande Sephora Revamps Digital Adds Pinterest Instagram Comments. N.p., 17 Apr. 2012.
Web. 21 Nov. 2012. <http://brand-e.biz/sephora-upgrade-adds-pinterest-instagram-to-the-marketing-mix_21056.html>.
Nagy, Bryan. "Bryan Nagy รข€“ Marketing Insight." Bryan Nagy Marketing Insight. N.p., 13 May 2012.
Web. 21 Nov. 2012. <http://bryannagy.com/2012/05/13/best-practices-for-brands-using-pinterest/>.
Price, April. "Trending Stories." Mashable The Social Media Guide. N.p., 9 Apr. 2012. Web. 20 Nov. 2012.
<http://mashable.com/2012/04/09/sephora-makeover/>.
Schmann, Patti. "Sephora Reinvents Itself Using New Mobile Apps, Pinterest and Instagram."
Examiner.com. N.p., 10 Apr. 2012. Web. 20 Nov. 2012. <http://www.examiner.com/article/sephora-reinvents-itself-using-new-mobile-apps-pinterest-and-instagram>.
